UK launch.
HELL Energy DrinksThe Opportunity
HELL Energy Drinks was already a big name in Eastern Europe. But it has brand and business ambitions to be a big name everywhere – starting with the UK.
The Services
The Challenge
Our job was to help the brand translate that success into the UK market through social strategy, content creation and community management. The intent was to capitalise on the brand’s new retail listings in B&M and WHSmith, and to provide the cultural relevance, brand personality and audience reach that could establish HELL as a major new player in energy drinks.
The Approach
Working across TikTok, Instagram, X and YouTube, we developed a series of ongoing campaigns to support NPD launches of new flavours including A.I., Football Fanatic and Summer Cool, as well as setting up its TikTok shop, advising on Amazon eCommerce partnerships and delivering always-on reactive management. The latter, in particular, proved a really effective way of driving brand profile with key audiences.
The Delivery
We also integrated HELL’s brand partnerships into our content strategy. These included a series of events with UK boxing promotion company, BOXXER, with various content strands working key athletes on its roster, including former Olympians Caroline Dubois and Lauren Price, and fast-rising prospects like Callum Simpson.
As part of this activity we made use of our in-house production team to create snappy, short-form content perfect for TikTok, whether to support product launch activity, or for concepts and ideas that made use of BOXXER’s talent pool in the lead up to events.
As the statistics and metrics show, we’ve been able to overachieve significantly on our KPIs, particularly in terms of reach (double our target) and engagements (triple our target).